Air Canada Vacations (ACV) is a leading Canadian tour operator

CASE STUDY
Air Canada Vacations (ACV) is a leading Canadian tour operator, offering
travel packages to popular destinations in the Caribbean, Central and
South America, Asia, Europe, the U.S. and Canada.
AIR CANADA VACATIONS SOFIA + AUSTRAILIA
THE BRIEF
The Challenge
Raise audience awareness and have them explore
the unique European and Australian destinations
offered by ACV.
The Objective
The campaign objective was two-fold; introduce
and create ‘buzz’ for ACV’s newly launched virtual
European blogger, Sophia and enrich readers
understanding about Australia – a vacation hotspot that offers more than just the Outback and
koala bears.
AIR CANADA VACATIONS SOFIA + AUSTRAILIA
THE STRATEGY
A six part custom content program was
developed with experiential advertorials
and rich images that transported the
reader and inspired frequent visits to the
ACV website, through:
77 A three-part ‘Sophia’ series of full-page
advertorials for The Globe Style and
Travel newspaper sections, with ACV as
the exclusive travel advertiser.
77 A three-part Australian series of full-page
advertorials for The Globe Travel section.
AIR CANADA VACATIONS SOFIA + AUSTRAILIA
RESULTS
“The Globe and Mail created the ‘buzz’ and awareness we had hoped for around our virtual, European
blogger, Sophia. We found the content exciting while still being concise. Equally, the Australian series also
hit the mark, with content and visuals that encouraged readers to experience Australia first-hand. We’re
looking forward to working with The Globe again, for the 2012 phase of this campaign.”
~ Rose Marcello, Director, Strategic Development, Air Canada Vacations.
V2 JUNE 8, 2012